The Niang expands Huawei Hao Award: The enterprise pushes the employer brand as the talented person

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At the beginning of 2012, Baidu "Niang" of the popular, accidentally let Baidu tasted the company's brand publicity sweetness. In 2013, Baidu internal annual meeting, people saw seven beautiful women dressed in a sexy skirt formed a "degree Niang Regiment", the male employees have called this is Baidu history "most erotic" an annual meeting.

At almost the same time, Huawei, another telecoms company, threw out "12.5 billion" year-end awards, which were estimated at about 83,300 per cent of the year-end awards by Huawei's 150,000 employees. Netizens side "envy envy hate", side really sigh "This 12.5 billion how to divide?"

"Perhaps many people do not know, the degree of the woman for many it ' otaku ', how has the job motivation." So whether it is Baidu degree Niang, or Huawei Year-End award, are enterprises to establish a way of employer brand. "The best employer party on January 23, 2013, Zhaopin Group brand director Chen Jiajie told the first financial daily."

In the eyes of Chen Jiajie, the Lewis inflection point in China's talent market, the turning points in labour surplus to shortages, has arrived. It has now changed from buyer's market to seller's. In order to retain and attract talent, first-class enterprises should be more focused on building the employer brand.

The enterprise "Gao Fu Shuai" more talented person attraction

In the United States, Fortune magazine's annual selection of the best employer is still Google. How many people dream of Google's imaginative office? Not to mention high salaries and compassionate welfare.

In China, Zhaopin's findings suggest that 2012, the demand for employers has changed, stability trend is obvious, in 18 two indicators, "perfect welfare treatment" beyond the "competitive pay" leaped to the top, followed by: "Enterprises have good prospects for development" Harmonious internal interpersonal relationships "the principle of fair and equitable employment" and "the opportunity to enhance the core competencies of the individual", it can be seen that the current workplace competitiveness does not seem to be more favored by the workplace.

From the "new" generation of job seekers, compared with 2011, they prefer state-owned enterprises, nearly 40% college students want to work in state-owned enterprises. At the same time, university students "fled northward wide" trend more obvious, 2012 hope to work in the North not more than half, only 42.1%.

"In some ways, finding a job is similar to looking for an object," he said. "says a senior executive who works in human resources. The "Best Employer" of the night was described by the media as a "high and handsome" enterprise. Everyone is yearn.

"Security" as the first choice for job hunting

Dingcong, a private-sector executive in a traditional manufacturing industry, is preparing to resign from his employer after 2 months of job-hopping. The job is up to $30,000 a month, but his reason for quitting is to work about 18 hours a day and have no personal life at all.

Comparisons between men and women's choice of characteristics for employers can be seen as distinct. For men, welfare, pay, and business development prospects are most important. And for women, welfare benefits, business development prospects, interpersonal relationship is the most important.

"Security" is the key word of 2012 job search, Wisdom Union CEO Guosheng told reporters: in the 2012 talent job demand, the demand for welfare and personalized display, has gradually exceeded the demand for high salaries. And this trend is becoming increasingly apparent, in contrast to the "whenever", "the" and "the", the employer's different requirements can be seen, "whenever" relatively more value pay, followed by interpersonal and employment principles, and "after", "the" is relative to the welfare of higher requirements. Especially "the", to pay performance is not "money" and live attitude. They have a new definition of "success", and they expect a balance between work and life in contrast to high salaries.

"We offer more opportunities to our employees in addition to our salaries." "Starbucks North China Vice President Cai Desun told reporters. Because Starbucks keeps opening branches in China, good people always get more opportunities for advancement.

Xugong group in the House on the extra force, according to the Xugong Human Resources Minister Len Lei, Xugong in the internal cost of 300 million to establish a talent apartment, for the newly graduated college students can not afford to provide additional benefits.

The plight of small and medium-sized enterprises under the Matthew Effect

Because large enterprises in the image of the employer spared no effort, so that the human market has a Matthew effect. has established a good employer image of enterprises, candidates are flocking. But those small and medium-sized development enterprise, but appeared the increasingly obvious talent shortage.

"It is not because of the poor welfare benefits of small and medium-sized enterprises, but on the contrary, some SMEs have higher salaries and better prospects in the same positions." But the image of SMEs in employer branding is clearly not enough. "Guosheng points out.

In his view, the current small and medium-sized enterprises to win more excellent talent can only rely on two ways. The first is to rely on the reputation of the circle of acquaintances spread, the second is to establish a talent reserve system, design more flexible welfare treatment. For example, an IT enterprise, with Home Office and flexible working hours to attract staff, but also to recruit talent coup.